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Journal Articles Advertising age Year : 2007

Competition of Brands - Or of Business Models ?

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Abstract

The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.
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Dates and versions

hal-00781527 , version 1 (27-01-2013)

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  • HAL Id : hal-00781527 , version 1

Cite

Jean-Noël Kapferer. Competition of Brands - Or of Business Models ?. Advertising age, 2007, 78 (9), pp.16. ⟨hal-00781527⟩

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